Project

Making A Market Leader

Client Lemon Max
Role Brand / Digital

From a new product competing against an established giant to a market dominating brand. This is the story of Lemon Max - the power of lemon.

01 —

Taking on a Market Leader – Our Challenge

An unchallenged leader in the dishwashing and surface care category today, Max entered the market with a single product and ambitious objectives.

Initially, the Pakistani dishwashing bar market was dominated by an international brand, holding the crown of market leader for years. Despite several smaller brands attempting to enter the market, none had come close to denting its dominance.

Max bar was launched in 90’s with a unique product proposition. Acknowledging the age-old cultural practice of using lemon as a cleanser, Max introduced the power of lemon in its bar and opted for the colour green to enhance the product concept.

02 —

Category Disruption – Our Objective

Spectrum worked closely with Colgate-Palmolive to frame the unique selling proposition that determined every aspect of the brand – from name to packaging and positioning.

The only green bar, with the power of lemon, Max bar took on the most formidable competitor –Unilever’s Vim – which was a blue bar at the time and enjoyed a monopolistic status.

We capitalized on the uniqueness of Max bar and connected with audiences with the platform "hara kaam meein khara, leemoo ki taqat se bhara", a line that still holds recall today. The campaign was so successful that shortly afterwards, Vim changed its bar colour to green and added lemon to its formula.

03 —

Long Live the New King – Where We Are Now

Max bar’s sustained campaign resulted in the brand acquiring close to 80% of the market share. The brand’s success also led to Colgate-Palmolive introducing a range of dishwashing products under the Max brand umbrella. In the face of increasing competition from cheaper alternatives, Spectrum continues to ensure the leadership position of Max through insightful and memorable communication.